Tip Your 10-Gallon Hat to Hardee’s Newest Burger

ST. LOUIS, Mo.– September 29, 2010 – How can you tell if you’re looking at a real Texan? Some say it’s the cowboy hat, others say the boots, but the real way is the buns. To honor this Texas tradition, Hardee’s® is introducing the authentic Texas Toast Bacon Cheese Thickburger®, which features two thick pieces of grilled Texas Toast in place of the ubiquitous hamburger bun. And, in addition to introducing the new southern sandwich, Hardee’s is also introducing a new southern spokesperson – fashion and Sports Illustrated® swimsuit model Julie Henderson of Houston, Texas. The commercial featuring Henderson will begin airing in Hardee’s markets on September 29, 2010.

The spot was created by Hardee’s longtime advertising agency Mendelsohn|Zien. The ad was also directed by Chris Applebaum, the same director who brought Paris Hilton and Padma Lakshmi to the small screen in their famous burger commercials. The ads and behind-the-scenes footage will be available for viewing on the Hardee's YouTube channel. Additionally, beginning October 5, fans will have a chance to win an autographed picture of Julie which will be one of the prizes on The Wheel of Awesome™ application at the brand’s Facebook page. Followers of the Hardee’s Twitter stream will also have the chance to win the coveted photo.

The Texas Toast Bacon Cheese Thickburger features a charbroiled 100% Black Angus beef patty, crispy bacon, melted American Cheese, red onions, tomato, lettuce and Sweet Baby Ray’s® BBQ Sauce all piled between two slices of thick, grilled Texas Toast. In true Texas fashion, it is available at Hardee’s in 1/4-, 1/3-, and 1/2-pound sizes, with a starting price of $2.79, or $4.79 for a small combo with Natural Cut Fries and a beverage. Prices may vary by location.